Three top advertising trade agencies are banning together to work on a new initiative they call “Making Measurement Make Sense.” What they want to do is work out a new standard for measuring the success of digital advertising that can be used across the board.
The IAB (Interactive Advertising Bureau), the ANA (Association of National Advertisers) and the 4A’s (American Association of Advertising Agencies) announced their new initiative at IAB’s fourth Annual Leadership Meeting, Ecosystem 2.0: The People vs. Data.
According to their press release, “Making Measurement Make Sense” has three primary objectives:
- Define standard metrics and measurement systems that are transparent and consistent to simplify the planning, buying and evaluating of digital media:
- Analyzing the current digital measurement situation from a business perspective